Concord retailers revel in Halloween

Wednesday

THE ISSUE: Halloween has gained importance as a time for consumer spending.THE IMPACT: Retailers are doing more to interest shoppers, adding costumes, candy, decor and party planning.

With its roots deep in ancient lore, Halloween has long been a time of costumes and conjuring wicked capers. But in recent years, it has also become popular with consumers of all ages, and an important time for retailers.

"It's not only true about Halloween. I think it's also true about holidays -- whether it's Easter and other forms of celebration. We have just become more celebratory in general, and Halloween is probably the most noticeable example of it," said Jon Hurst, president of the Massachusetts Retailers' Association.

More offerings

Hurst said, "It used to be two things -- costumes, and candy. That has continued, and expanded. There are more adult costumes, but also pet costumes, which are a relatively recent phenomenon."

In all, Halloween-related spending will account for about $225 million for state businesses, Hurst said.

Home decor has also increased in popularity, said Hurst. "There has been a lot more returning to home-decorating, whatever season you are in."

Hurst said more types of businesses are getting into the act.

"Certainly, the department stores and discounters run the whole gamut of what people buy, whether it's candy, decorating, or costumes or even greeting cards or entertainment items," Hurst said.

Hurst said this includes florists, farmstands, nurseries and other businesses that specialize in home, yard and garden decorating.

"For retailers, it's important, because it's getting folks into the store midseason," Hurst said. "Before, you jumped from back-to-school to the holiday season in November. There was quite a lull in October. But it has brought more folks into the store, and that's good in October."

Impulse buys are crucial as well, Hurst said, and he acknowledged that keeping abreast of increased competition from online outlets is a factor, too.

"Without store visits, you don't have impulse buys, and without impulse buys, your sales drop. A third of all retail purchases are impulse buys," Hurst said.

Hurst said what is good for the retail sector reflects on the economy as a whole. Hurst said trends show "how consumers feel today, and how much they are investing back into the economy, consumers being 70 percent of the economy. They are often overlooked, but it is very important."

'Time of indulgence'

Ana Smith, senior director of media relations for the National Retail Federation, said the federation has conducted an annual Halloween consumer spending survey for 14 years.

According to the federation, this year's Halloween is shaping up to be the second-highest in the survey's 14-year history, reaching an expected $9.1 billion in consumer spending.

This means, on average, a consumer will spend $86.79 on Halloween-related items and services, up from last year's spending average of $86.13.

To gather the data, Smith said the National Retail Federation works with Prosper Analytics, which uses online surveys going out to consumers 18 years and older.

Smith said, "When we look at the average spent, the breakdown really shows it to be flat, year over year. But, it's still a strong Halloween season."

What the year-to-year survey shows overall is that Halloween remains the third-highest season for consumer spending, Smith said, adding, "Halloween has definitely changed a lot, especially when it comes to the spending part of it."

Among the key factors is social media, Smith said. "It's a fact that people find a lot of inspiration during Halloween. They want to show off their dog costume, or their house, or pumpkin patch or Halloween party."

Like Hurst, Smith noted that pet costumes are an area that has seen more growth.

"Halloween is the only time of the year when you can literally indulge yourself and your family," Smith said. "You can't really do that during the holidays, or Valentine's Day, or Mother's Day."

Smith noted these are occasions in which consumers are buying gifts and other items for someone other than themselves.

At Halloween, Smith said, "If you want to decorate your home creepy for Halloween, no one is going to judge you."

Chills of the season

With Halloween's increased prominence has come the growth of Halloween attractions for entertainment. In Concord, this has come in the form of the Haunted Retail Tour in the town center.

For the second year in a row, Spaulding Management LLC and Comina Home Furnishing are sponsoring a full day of spooky shopping on Saturday, Oct. 27.

"Last year there was a great buzz. A lot of customers came out," Sharon Spaulding, manager of Spaudling Management, said.

Participating stores are offering a variety of games, discounts and, of course, candy to customers from 10 a.m. to 2 p.m.

"With online shopping and everything, we just want to support businesses in Concord," Spaulding said. "There were so many people last year and some actually said that they came out for the event and now that they had seen the stores they wanted to come back again."

One of the days biggest draws, Spaulding said, was the window display contest. Participating shops are encouraged to decorate their storefronts and customers vote on their favorite displays.

"They're having a blast with it, and people are doing some really creative things," Spaudling said.

Spaulding said they award trophies for the best window and for several runners-up.

"Last year Thoureauly Antiques won it. They had a really great display," Spaulding said. "But this year, who knows?"

A full list of participating stores and restaurants can be found on the Concord Chamber of Commerce's website, concordchamberofcommerce.org.

"Come have fun and see all the things Concord Center has to offer," Spaulding said.